Reception Theory (25 Marks)

Reception theory's claims about audience responses are extremely valid due to the different perspectives audience members have. Although the media can attempt to transmit messages it all comes down to individuals to interpret the message in whatever manner they deem fair such as the pepsi advert involving Kendall Jenner earlier this year. The message that Pepsi wanted to share was that pepsi can unite people however due to the social climate of today and recent events regarding Black Lives Matter campaigns and protests, it came out problematic and tone deaf to a large plethora of people. The hegemonic reading will never be single structured and due to the multi layered outlooks globally in the media miscommunications may occur. Demographics of people vary and the social awareness or intellectual reading may vary also which will lead to some noticing specifically problematic areas or details within media publications and others being ignorant or noticing alternative aspects. Due to this, hegemonic readings will always be multi-faceted unless portrayed extremely well and that supports the concept of rception theory.

However, Hegemonic readings should be explicit and well thought out to avoid counter-hegemonic views leading to severe consequences such as product boycotting or a tainted reputation for a brand. If a creator/producer does their job correctly, their reading outcomes are more likely to cater to a more preferred interpretation and people could even form a negotiated reading from their own personal views and the producers intention. Negotiated readings could provide constructive criticisms to brands and help improve advertising campaigns to cater to their target audience more accurately and concisely. Despite the fact intended meanings must be communicated clearly, they must be communicated in a way that is culturally diverse and can guarantee no offence through mistranslation or understanding of specific images and ideals etc. It is the disparity in cultures and psychological difference which suggests that no advert will ever be interpreted 100% in the way it was intended.

Overall, I believe that reception theory is accurate in it's beliefs that although the media attempts to transmits messages and ideals they aren't always guaranteed and the messages are at the end of the day down to interpretation by the audience and whomever encounters it whether they're part of the target demographic or not.